A fairly common reason given by small business marketers for just ‘doing something’ online is the time factor. Rather than take full advantage of the tools at their command they settle for a meagre internet presence under the mistaken impression that total commitment would inflict even greater pressure on their already stressed work schedule. Nothing could be further from the truth. Online marketing is fast, easy and stress-free because, for the most part, it is automatic. Even so you will still need to embark on a prescribed learning curve and that’s what the next 28 chapters are all about. And, when you are through with your studies, your virtual store can be any size you like – as big as a mall or as small as a market stall – with no limit on the amount of products you can offer.

10 INBUILT ADVANTAGES TO MARKETING SMALL BUSINESS ONLINE

• 1.Minimal start-up costs.
• 2.Work your own hours.
• 3.24-hour trading.
• 4.Open 365 days a year.
• 5.Marketplace: the Planet Earth.
• 6.Level playing field, even if your website consists of a solitary page.
• 7.Automatic order taking.
• 8.Automatic payment processing.
• 9.Instant shopper satisfaction.
• 10.No customer interfacing.

We haven’t even scratched the surface but don’t you already get the feeling that the online route sounds faster, easier and less stressful?

CUTTING YOUR START-UP COSTS TO THE BONE

You can start your online marketing for next to nothing even when you trade in digitised merchandise. Apart from your domain name (and these come dirt cheap nowadays) your only other basic start-up costs comprise page creation tools and website hosting, but I’ll show you in Chapter 11 how to obtain all three in a unique piece of software that offers a great deal more besides. I’ll also direct you in Chapter 19 to another software tool that will produce your initial e-produce for free.

CHOOSE YOUR OWN HOURS

There is no requirement for you to be strapped to your computer because, as you will discover as you progress in your studies, almost everything connected with the enterprise can be set to automatic pilot. You can be totally flexible, going about your offline duties as normal and choosing your own hours for attending to online marketing.

AROUND THE CLOCK ORDER-TAKING

Automation can be positioned to accept orders electronically every second of every day and every night. We’ll examine your options in Chapter 26 where I will also let you in on my favourite order-taking software; how it works; how inexpensive it is to operate – and why it is the perfect solution for the small business owner who elects to deal in digitised produce.

THE INTERNET IGNORES PUBLIC HOLIDAYS AND NEVERTAKES A HOLIDAY

It can’t help it. The internet is always open; it doesn’t even close down for a quick breather. It ignores public holidays and it never takes a holiday.

• Can you imagine the scope this unique marketing opportunity presents for the dedicated small business owner?
• Can you envisage how vast the internet marketplace will become when within the next few years the 55 million existing customer base will be extended by many millions more as Asian users kick in?
• Can you think of any offline business that is faster, easier and less stressful?
• Can you see now why so many small businesses are missing out by continuing to settle for a mere presence online?

It gets even better when you learn how to combine both online and offline in promoting your ideas. I’ll show you how I do it in a later chapter.

HOW YOUR LOCAL VIRTUAL STORE REACHES OUT INTERNATIONALLY

The local store housed in your computer is contained in a microchip measuring less than half the size of a postage stamp and yet it has the power to reach across the globe and do business internationally. You can’t see how this would be of much use to you? Then allow me to illustrate from my own experience. Eighteen months ago I launched an information product that was intended for local writing groups. What do I find a year and a half on? 92 per cent of downloads are from the USA, 7 per cent from the European Union, and only 1 per cent from the UK. You may discover something similar when you start doing business online- especially if you function in the service sector.

YOU WILL BE MANAGING YOUR ONLINE AFFAIRS ON A LEVEL PLAYING FIELD

Providing the virtual stall you set up is of the highest standards (and there is no problem in attaining these) then you will be competing on equal terms with the major players. The computer operating your little online empire could be housed in the front office or the back of the shop but no one will ever know. That’s the beauty of online trading: anonymity. It provides a level playing field for everyone and no one can steal a march on you because by the time you have finished reading this book you will know how to access the same marketing tools the moguls use – and they will work for you even if your site consists of a solitary sales page.

THE CHOICES OPEN TO POTENTIAL ONLINE CUSTOMERS

When people visit your website and review your produce or service they make one of four decisions:

• 1.They buy on the spot;
• 2.They decide to move on and find something better, cheaper – or free;
• 3.They decide to come back again later for a second look;
• 4.They decide they’re not interested.

When they decide to buy digital produce on the spot (or return later to buy) they want the merchandise immediately and they want it without any hassle. With automatic ordering they can have what they want because the entire transaction takes only seconds. Even if you deal in tangible goods you still score with automation; the deal is sealed, the sale confirmed, and the cash rung up on your virtual till.

VIRTUAL TRANSACTIONS GET THE CASH IN FAST

Virtual transactions get the cash in fast because the process is fully automatic:

• Customer produces credit card details online;
• Transaction is authorised;
• Sale receipts are deposited in your virtual account.

You will need a facility to accept credit cards because without one you will miss out on 90 per cent of the potential sales for your e-produce. I will give the two best options in Chapter 29.

ONLINE IT’S WIN-WIN ALL ROUND

The customer gets the produce, you get the cash; you both get what you want. A bond is created and in retail parlance that equals goodwill. How you use it is your business, but you would do well to nurture its power.

CUSTOMER SATISFACTION RESULTS IN ADDITIONAL SALES

The most productive avenue for future sales will always remain the list of customers who previously bought from you and were happy with the purchase. The potential here for additional sales far outstrips any programme you might put in place to attract new business.

WHY VIRTUAL CUSTOMER INTERFACING CUTS DOWN ON STRESS

In an offline business, customer interfacing can prove arduous. It is ongoing and covers issues such as product information, demonstration, general enquiries, and complaints. Virtual interfacing eliminates the stress. Answers or directions covering most customer issues can be hosted in a web page devoted to Frequently Asked Questions (FAQ).